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Thoughts from Ed Macko

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The benefits of leading two lives

This art director’s hope is that everyone in the coming year will make a practice of living a rich contemplative life. Your active life will thank you.

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The battle for hearts and minds

Director of Branding Ed Macko explores the importance of head and heart in building a brand.

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The music of brand

I’m an average guitar player. Some might say very average. But I can play in a support role to almost anyone. Why? Because I have enough basic knowledge about music theory that if someone says to me, “We’ll be playing this is in the key of C,” I know that I’ll be safe playing a […]

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The simple, or not-so-simple, process of brand discovery.

As of yesterday, August 24th, Amazon had listed 24,393 books on brand marketing ready for you to read (have fun). Al Reis has 22 Immutable Laws of Branding. Jack Trout emphasizes differential. And I recently saw a brand glossary from a nationally-known, prominent marketing firm that contained more than 50 brand terms and descriptors. Oh […]

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To change your stars you must win their hearts: a higher ed branding tale.

Recently, while watching the movie “A Knight’s Tale” with my son for about the 50th time (no kidding), I picked up on something I hadn’t heard before in all the times we’d watched it together. If you don’t know the story, it follows the life of a poor 14th century squire named William Thatcher who […]

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The best admissions yield piece ever?

To higher education marketing pros, April & May is “yield season.” It’s the culmination of all their marketing and relationship-building efforts to convert a suspect to a prospect to an applicant to an admitted student. Yield is the percentage of admitted students who actually decide to enroll. This is a big deal in enrollment marketing […]

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The hardest part of branding higher education…

…isn’t taking data from research reports and discovery sessions to come up with creative ideas for a campaign or a tagline. Honestly, that stuff is quite easy. The hardest part is letting go – of forgetting all the old notions, perceptions and sometimes predictable ways a client has communicated in the past; and replace it […]

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What does a day at the beach have to do with marketing higher education?

I just returned from the beach. I have to admit, it’s not a place I always want to go, but it’s always a place I never want to leave. For me, the beach is nature’s ultimate creative expression. It has only three elements – land, sea and sky – yet it delivers an infinite number of […]

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Unscripted, unrehearsed and right-fit.

How do you know when people are really engaged with your brand? Certainly one way to tell is if they stand in line for hours on end for a chance to buy your latest product. But how do you measure it when you are a small, regional college in rural central Pennsylvania? In 1998, my colleagues […]

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Look, there goes your brand.

Suddenly it’s very quiet. How would you react if 25% of your active customer base got up and left on the same day? Would you become concerned? Perhaps, if you’re a business owner. But not if you’re a college enrollment manager, right? Because it’s commonplace. It’s commencement, and students are leaving in droves right now across […]

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  • Creating a Financial Education and Wellness Brand That Helps Students Master Their Money: A Case Study
  • 4 Proven Strategies for Boosting Masters Program Enrollment
  • Increasing Enrollment for Masters Programs: Strategies, Tactics, Best Practices and Case Studies
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About

Welcome to the Elliance Aha! Blog where we share digital marketing ideas, insights and inspirations for higher education, manufacturing, B2B, B2C and nonprofit brands. We are a Pittsburgh-based digital marketing agency that leverages brand, search, social, mobile and web to bring prosperity to our national and global clients.

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